（英语语言文学专业论文）透过NBA看美国人的价值观.pdf

5 中 文 摘 要 美国 nba 职业篮球联赛自 1946 年成立开赛以来至今已经发展了六十多年，在 世界范围内掀起了一股 nba 热潮。不论是从体育角度还是从其商业运作来说，nba 都已经取得了巨大的成功。nba 通过一场场集比赛竞争和娱乐表演于一体的球赛， 深深地吸引着来自于不同国度、不同文化背景的人们。 nba 球员以其高超的球技吸引着球迷的眼球，令无数球迷为之陶醉，同时也吸 引着其他篮球运动员去效仿和学习，nba 联盟及各球队的管理理念和运行机制则成 为其它体育赛事学习的楷模，而 nba 的商业运作模式则给整个联盟、合作厂商以及 nba 球星们带来了巨大的经济利益.这些 nba 的闪光点无疑已经成为相关领域争 相研究的内容。 本文将要从一个全新的角度去审视和研究 nba，包括 nba 联盟、球队、球员、 文化等方面，侧重于分析 nba 中所传达和体现出来的美国人的价值观取向问题，具 体包括美国人的个人主义价值观、团队协作精神、时间观、金钱观、竞争意识及求 变求新的特征。 这些极具美国特性的价值观都在nba球场上或球员中有明确的体现， 这些价值观对 nba 运动的活力和成功起着非常重要的作用。 本文通过研究nba所体现出来的这些美国人的价值观及其对nba成功的影响， 进而探讨这些价值观是否会通过 nba 这一渠道传递给广大的非美国球迷， 尤其是中 国的青少年球迷，进而影响这些人的价值观。从这一层面来说，nba 除了有体育和 商业上的影响外，还存在着文化渗透或文化入侵的可能。事实上，nba 在利用体育 媒介传播精彩赛事的同时，也通过一场场球赛成功地传递着大量的美国自身的文化 内容和价值观念。 本文通过运用文献资料分析法，对比法，影像资料研究法，问卷调查法等研究 方法，对 nba 中所体现出来的价值观进行深入透彻的研究。全文共分三部分。第一 部分简要叙述 nba 的历史、发展及现状，美国人的价值观以及进行文献综述；第二 部分详细分析这些极具美国特性的价值观与 nba 走向成功的关系， 以及这些价值观 是如何通过 nba 球场及球员传递出来的；第三部分分析美国人的价值观通过 nba 这一特殊的媒介传递给广大球迷时，对非美国的 nba 球迷，尤其是中国青少年球迷 6 的影响，并尝试探索针对这种情况我们应采取什么态度和策略予以应对。 nba 先进的管理模式不仅为其创造了巨额的财富收入，打造出了一个成功的体 育产业品牌，也成就了无数的篮球明星，为全世界呈现出了精彩绝伦的篮球赛事和 独特的篮球文化。nba 的成功经验对我国发展职业联赛和推动体育赛事的发展具有 良好的借鉴意义。与此同时，我们也必须要明确：nba 的成功不仅是体育文化的传 播，更是美国文化和价值观的传播，nba 的成功离不开众多美国文化和价值观因素 的影响， 因此， 对 nba 的成功借鉴应该是有取有舍的引进和吸收， 而不是全盘吸收。 经过研究发现，nba 联盟在“思考全球化，行动全球化”的口号下，通过各方 面的运营，使 nba 全球化的步伐不断加快，在此过程中，一些美国人的价值观也随 之进行着全球化，而且已经潜移默化地深入到了众多非美国球迷中，尤其是中国青 少年当中，对这些青少年的价值观取向形成了一定的影响，这些影响既有正面的， 也有一些是负面的。那么作为成年人，我们应该采取适当态度和措施正确引导青少 年学习 nba 中所体现出来的美国人积极向上的价值观，而要摒弃那些不好的方面， 既取其精华，去其糟粕，使广大青少年在欣赏精彩 nba 比赛时，在崇拜 nba 超级 明星时，也时刻牢记本国本民族的传统文化和价值观，不要忘记自我，迷失自我， 而是能够以一种健康积极的心态来对待，从而得到身心两方面的愉悦，并且在精神 上和价值观上能够有所收获。 关键词： nba；价值观；影响 7 abstract since its foundation in 1946, nba-national basketball association has achieved great success both in sports and in business. people all over the world love and watch nba games, admire nba super stars and get satisfaction in nba. the success of nba has definitely become a model and is enjoyed and researched by people in different fields. the fans are attracted by the super skills and techniques of the nba players, so are other basketball athletes. other organizations and associations or leagues are studying the management and running system of nba, while some enterprisers are celebrating high economic benefits from the cooperation with the nba which has being researched by people concerned. this thesis is going to observe and study nba from a new angle of the league, the players, the teams and the culture of nba and aims to analyze the american values that expressed in nba, including american individualist value, teamwork spirit, time values, money values, competition and seeking for changes. such values are all clearly shown in nba and have close connection to the success of nba. by studying the values presented in nba and their american characteristics as well as their contribution to the success of nba, the thesis will discuss whether such american values could be passed by way of nba games to non-american nba fans, especially to chinese young people and 8 could influence their own values. from this point of view, nba may have cultural influence besides its sports and commercial influence on other countries. the thesis is going to adopt such researching methods as analyzing references, comparison, studying videos, questionnaires to study and analyze the american values and their influence thoroughly. the thesis will be mainly divided into three parts. i am going to briefly introduce the history and development of nba and touch the american values presented in nba and a literature review of the thesis will be in the first part too. the second part is the main body and will analyze the values in details, including the relationship between the values and the success of nba, and the third part will pay attention to the influence that the american values shown in nba to non american nba fans especially to chinese young people and will also explore what kind of attitudes and measures should be taken to deal with such influence. nba is realizing its globalization step by step under its slogan “think globally, act globally”. during the process, some american values are also becoming globalized and have being accepted by many non-american people gradually, young people in particular. peoples values are influenced and american values take root in young people together with nba games wonderfulness and success. the influence definitely has its positive side, but inevitably, it has negative side too. as a result, necessary guidance should be 9 given to young people to help them learn the good and positive points of american values and get rid of the negative ones, such results are expected that on one hand young people are watching and loving nba games, and admiring nba players to the most and on the other hand, they are clearly keeping themselves clear and will not lose themselves and their own values. if they can keep the balance, they will enjoy the nba both physically and psychologically. key words: nba; values; influence 47 诚信保证诚信保证 本人郑重保证：该论文全部为本人独立完成，无他人代笔。凡文中引用部分均注 明了出处，并列明了参考书目。 签名 日期 10 introduction nba (national basketball association) games have been watched and loved for tens of years, not only by american people, but by people all over the world as well. nba is successful in both sports and commerce. as a sports industry, it has tens of millions of fans all over the world and more than four billion us dollars income annually. how does nba make it? why do people love nba so much? the united states is an individualist nation, which has produced many values with typical american characteristics such as time values and money values and their attitudes towards teamwork spirit and competition. though on the surface more or less the same with other nations traits, the values are truly different, especially when they are presented and expressed in widely-loved nba games. they do demonstrate some national characteristics unique to americans. people in different ages and cultures watch and love nba games differently and learn different lessons from nba. as to non-american fans and audience, they may have special feelings and experiencethey are inevitably influenced by the games and the players as well as the things contained in the games and on the playersthat is the american values and cultures. as a very important sport in the united states, nba is also an effective medium of communication that helps spread american culture. america has sent their culture and values to the whole world when the wonderful nba games are performed. what is more, the phenomenon that more and more people in other countries are influenced by such culture and value invasion and have gradually accepted the american values. this thesis is going to analyze and research the reasons why nba enjoys such a high popularity to a large extent and whether the american values reflected in nba have made some contributions to the success of nba. the thesis will also touch the influence that nba phenomenon has given to non-american people, especially to chinese teenagers and what kind of attitudes and measures should be held and taken in these countries. 11 chapter i brief introduction of nba 1.1 the history and development of nba according to the information on http:/en.wikipedia, nba was firstly called baa (basketball association of american), and was founded in 1946 by the owner of the major sports field in the northeast and mideast in new york city. although there had been earlier attempts at professional basketball league, including the american basketball league and the national basketball league, the baa was the first one to attempt to play primarily in large arenas in major cities. during its early years, the quality of play in the baa was not much better than other leagues. following the 1949 season, the baa agreed to merge with the nbl, expanding the national basketball association to 17 franchises located in a mix of large and small cities, as well as large arenas and smaller gymnasiums. in 1950 the nba consolidated to 11 franchises, a process that continued until 1954 , when the league reached its smallest size of 8 franchises , all of which are still in the league. 1950 is recognized as the year that the nba integrated with the addition of african american players by several teams including chuck cooper with the boston celtics and nat “sweetwater” clifton with the new york knicks. today, more than 60 years later, the nba is made up of players of many different races, with diverse backgrounds and cultures. the majority (80%) of nba players today are african americans. to liven up play, the league introduced the 24-second shot clock in 1954. in 1967, the league faced a new external threat with the formation of the american basketball association. the leagues engaged in a bidding war for talents. the nba landed the most important college star of the era, kareem abdul-jabbar (then known as lew alcindor ), who together with oscar robertson led the milwaukee bucks to a title in his second season, and who later played on five later championship teams. the league added the abas innovative three-point field goal beginning in 1979 to open up the game. in the same year, rookies larry bird and magic johnson joined the 12 boston celtics and los angeles lakers, respectively, initiating a period of significant growth in fan interest in the nba throughout the country and the world. michael jordan entered the league in 1984 with the chicago bulls, providing an even more popular star to support growing interest in the league. by 1989, further expansion had raised the number of teams in the league to 27. during the 1990s, jordan went on to lead the bulls to six titles. (1991-1993, 1996-1998) the 1990s also saw greater globalization. in 1992 the olympic basketball dream team, firstly to use current nba stars featured michael jordan larry bird and magic johnson. a growing number of nba star players also began coming from other countries. initially, many of these players, such as 1994 nba mvp hakeem olajuwon of nigeria, first played ncaa basketball to enhance their skills. an increasing number of international players have moved directly from playing elsewhere in the world to starring in the nba, such as 2002 nba rookie of the year and 2006 world championships mvp paul gasol of spain, first pick in the 2002 mvp dirk nowitsiki of germany, and 2004 olympic tournament mvp manu ginobili of argentina. today, young players from the english speaking world tend to attend u.s. colleges before playing in the nba (notable examples are 2005 and 2006 mvp steve nash, a canadian, and 2005 top draft pick anderew bogut of australia), while other international players generally come to the nba from professional club teams. the nba is now televised in 212 nations in 42 languages. in the regular season, each team plays eighty-two games, which are divided evenly between home and away games and schedules are not identical for all teams. a team faces opponents in its own division four times a year, teams from the other two divisions in its conference either three or four times, and teams in the other conference twice every season. a team can therefore have a relatively easy or difficult schedule, depending on the division and conference it is located in. in february, the nba regular season is interrupted to celebrate the annual nba all-star game. shortly after the all-star break is the leagues trade deadline. after this date, teams are 13 not allowed to exchange players with each other for the remainder of the season, although they may still sign and release players. major trades are often completed right before the trading deadline, making that day a busy time for general managers. around the end of april, the regular season ends. it is during this time that voting begins for individual awards, as well as the selection of the honorary league-wide postseason teams. the sixth man of the year award is given to the best player coming off the bench (not starting for his team). the rookie of the year award is awarded to the player who is deemed to have shown the most improvement from the previous season. the defensive player of the year award is awarded to the leagues best defender. the coach of the year award is awarded to the coach that has made the most positive difference to a team. the most valuable player award is given to the player deemed the most valuable for his team in that season. additionally, the sporting news awards an unofficial (but widely recognized) executive of the year award to the general manager who is adjudged to have performed the best job for the benefit of his franchise. the postseason teams are the all-nba teams. the nba playoffs always begin in late april, with 8 teams in each conference qualifying for the playoffs. the final playoff round, a best seven series between the victors of both conferences, is known as the nba finals and it is held annually in june. the victor in the nba finals wins the larry obrien championship trophy. each player, including coaches and the general manager, on the winning team receives a championship ring. in addition, the league awards an nba final most valuable player award, which nearly always goes to a member of the winning team, though not by rule. as is shown above, the development of nba is not always smooth. it went through difficulties. however, todays nba has already found its way to become the best sports industry. combining sports and american cultures and values, nba is growing stronger and stronger. 1.2 the values and beliefs shown in nba as mentioned above, the development of nba was not smooth all the times. it is because that nba is changing with time and is continuously seeking the secrets for its 14 success that we could see the different nba today. however, what has been presented to people is not only nba and the games and players, but also some american values and beliefs which also play an important role in nbas success. it is well-known that there are many super stars in nba. they are basketball genius and masters excellent skills. though it is said that basketball is a kind of sports of five, not of only one, the part that super stars play in the game could not be ignored. that is why that the teams would like to afford so much money to have super stars. a super star is the leader on the floor. he would inevitably show his heroic and individualist characteristics during the game. in american society, individualism is appreciated, so is in the league of nba. basketball fans liked heroes and super leaders, which is just a reflection of american peoples psychological condition. however, individualism does necessarily mean selfishness. in nba, cooperation and teamwork spirit are emphasized, just as an advertising expression goes: “no brothers, no basketball”. one player cannot beat a team even though he is a super one. the excellent pick-and-roll, give-and-go and the beautiful cooperation among a team are often marveled by nba fans and make a teams win possible. actually, teamwork spirit exists in almost every field in the u.s.a., not only in nba. american children are trained and educated to work together with others when they are very young. students are often asked to do some homework or finish some tasks with their classmates. as a result, such values have taken root in their hearts. it is now no wonder that so many wonderful cooperation moments taking place in nba court. most people in the world cherish time and people in the american culture value time to a larger extent. they regard time as money or something more precious and valuable than money. such value of time is definitely and clearly shown in nba games. each minute or second could make a difference. in many cases, a last shot may change the result of the whole game. that is why players will not give up every minute and that is why nba is a place where amazing happens. nba has established for less than seventy years and is very young, which is just like the country. the united states has only founded for about 200 years. being young does 15 not mean no experience or no wonderful stories. nba has already told the world their success and their strategies for success. that is change. as long as the revolution could make progress and make things better, americans will try. changes exist in every place in the country including in nba. games are changing, players are changing and strategies are changing. changes make nba as well as the u.s. active and changes make things develop positively and fast. nba games are wonderful and exciting, and one of the most important reasons is that fierce competition always exists. such competition is not only among teams, but in a team as well. if a player fails to gasp the chances once and again, he will be out. on the contrary, if he makes full use of the chances, he will succeed. competition makes people work hard and do well in their jobs. it is the same in american society. people compete for wealth and places. the ones who win may live better and others may not. competition compelled the country progress. however, competition in the society and in nba is performed by rules, but not in disorders. rules guarantee the competition and make sure that it goes in the correct direction. competition and rules are the two points that nba and american people clearly know. they get what they want by working hard and by themselves and they will not make it by hurting others or breaking the rules. people often say that nba players earn high